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                                Material de apoyo


                                                    moodvertising   @moodvertising
miércoles 23 de marzo de 2011
Insights:
                          10 principles by Johannes Hartmann
                           The speaker, Johannes Hartmann, Vice-President of Corporate
                           Marketing for Estée Lauder companies in Asia Pacific said that
                           companies should be able to distinguish insights from information.




                                                                                  moodvertising   @moodvertising
miércoles 23 de marzo de 2011
Principles to recognize insights
                                      moodvertising   @moodvertising
miércoles 23 de marzo de 2011
1. Insight is a verb.

   Insight is not just a noun. It is something that you have to do in the
   continuous process. It also requires a time and big changes in a company.

                                                                    moodvertising   @moodvertising
miércoles 23 de marzo de 2011
2. Insight is something that happens in you.

    Insight means that something new is created in your brain. It gives you a
    very positive feeling. Insight is a very surprising moment of something
    that you haven’t recognized before.

                                                                      moodvertising   @moodvertising
miércoles 23 de marzo de 2011
3. Insight is not just about observation

   Insight connects you with people and makes you feel doing something meaningful.
   It’s much more fundamental than just an observation. Insight gives you a pleasure
   and emotional gratification.

                                                                   moodvertising   @moodvertising
miércoles 23 de marzo de 2011
4. Insights are not about numbers

   How can you measure peoples’ smiles? Sometimes these things that
   really make sense cannot be measured.

                                                                moodvertising   @moodvertising
miércoles 23 de marzo de 2011
5. Insights generation needs to be inclusive

  Insight itself is not enough. It requires a process that involves people of a company. The more
  people you bring in this process, the more effective the outcome is. Insight is not a separate
  entity, but a part of a business process.
                                                                      moodvertising   @moodvertising
miércoles 23 de marzo de 2011
6. Insights requires process methodology

  It’s not just a methodology, but a methodology that is linked to a process.
  To develop insights, you need to bring people together.

                                                                       moodvertising   @moodvertising
miércoles 23 de marzo de 2011
7. Insights come from consumers, not from products

   Rather than focusing on your product, you should think about consumer needs.
   Think from a consumer perspective rather than from category perspective!
                                                                  moodvertising   @moodvertising
miércoles 23 de marzo de 2011
8. Insights gathering
  needs to connect first
  and to persuade later

  Listen first! In a search for
  insights, try first to relate
  to people
  from the emotional side,
  before you try to sell them
  anything.
                                  moodvertising   @moodvertising
miércoles 23 de marzo de 2011
9. Insights requires a holistic approach

 Ask yourself: What is our business problem? What are the restrictions? What is the
 competitive landscape? What is the context? Try to involve many people in insight research
 and make them think more in consumer terms, rather than in methodological terms.

                                                                   moodvertising   @moodvertising
miércoles 23 de marzo de 2011
10.  Insight is built on trust

    You are dealing with human beings who need protection. So
    try to establish and to maintain the trust.

                                                                moodvertising   @moodvertising
miércoles 23 de marzo de 2011
Principles to recognize insights
                http://en.eyeka.net/2011/02/insights-10-principles/
                                                      moodvertising   @moodvertising
miércoles 23 de marzo de 2011
Sí te gustó la presentación, compartila
                                con alguien que también la encuentre
                                útil e invitalo a unírse a Moodvertising.




                                                                            moodvertising   @moodvertising
miércoles 23 de marzo de 2011

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Insights 10 principles

  • 1. Library Material de apoyo moodvertising @moodvertising miércoles 23 de marzo de 2011
  • 2. Insights: 10 principles by Johannes Hartmann The speaker, Johannes Hartmann, Vice-President of Corporate Marketing for Estée Lauder companies in Asia Pacific said that companies should be able to distinguish insights from information. moodvertising @moodvertising miércoles 23 de marzo de 2011
  • 3. Principles to recognize insights moodvertising @moodvertising miércoles 23 de marzo de 2011
  • 4. 1. Insight is a verb. Insight is not just a noun. It is something that you have to do in the continuous process. It also requires a time and big changes in a company. moodvertising @moodvertising miércoles 23 de marzo de 2011
  • 5. 2. Insight is something that happens in you. Insight means that something new is created in your brain. It gives you a very positive feeling. Insight is a very surprising moment of something that you haven’t recognized before. moodvertising @moodvertising miércoles 23 de marzo de 2011
  • 6. 3. Insight is not just about observation Insight connects you with people and makes you feel doing something meaningful. It’s much more fundamental than just an observation. Insight gives you a pleasure and emotional gratification. moodvertising @moodvertising miércoles 23 de marzo de 2011
  • 7. 4. Insights are not about numbers How can you measure peoples’ smiles? Sometimes these things that really make sense cannot be measured. moodvertising @moodvertising miércoles 23 de marzo de 2011
  • 8. 5. Insights generation needs to be inclusive Insight itself is not enough. It requires a process that involves people of a company. The more people you bring in this process, the more effective the outcome is. Insight is not a separate entity, but a part of a business process. moodvertising @moodvertising miércoles 23 de marzo de 2011
  • 9. 6. Insights requires process methodology It’s not just a methodology, but a methodology that is linked to a process. To develop insights, you need to bring people together. moodvertising @moodvertising miércoles 23 de marzo de 2011
  • 10. 7. Insights come from consumers, not from products Rather than focusing on your product, you should think about consumer needs. Think from a consumer perspective rather than from category perspective! moodvertising @moodvertising miércoles 23 de marzo de 2011
  • 11. 8. Insights gathering needs to connect first and to persuade later Listen first! In a search for insights, try first to relate to people from the emotional side, before you try to sell them anything. moodvertising @moodvertising miércoles 23 de marzo de 2011
  • 12. 9. Insights requires a holistic approach Ask yourself: What is our business problem? What are the restrictions? What is the competitive landscape? What is the context? Try to involve many people in insight research and make them think more in consumer terms, rather than in methodological terms. moodvertising @moodvertising miércoles 23 de marzo de 2011
  • 13. 10.  Insight is built on trust You are dealing with human beings who need protection. So try to establish and to maintain the trust. moodvertising @moodvertising miércoles 23 de marzo de 2011
  • 14. Principles to recognize insights http://en.eyeka.net/2011/02/insights-10-principles/ moodvertising @moodvertising miércoles 23 de marzo de 2011
  • 15. Sí te gustó la presentación, compartila con alguien que también la encuentre útil e invitalo a unírse a Moodvertising. moodvertising @moodvertising miércoles 23 de marzo de 2011